Trade shows offer a powerful face-to-face route to targeted buyers, partners and decision-makers that few other marketing channels can match. With the right communications strategy before, during and after the show, exhibitors can significantly strengthen their results, and this session is designed to show you how.

Drawing on her experience working in-house for some of the world’s leading trade show organisers, and delivering PR campaigns for major international exhibitions, Mandy Queen will guide participants through proven PR, marketing and communications strategies. The focus is on helping businesses increase visibility, attract the right audiences, and build meaningful relationships at both UK and international events.

The session is structured around three key stages:

• Before the show: planning your communications and promoting your presence so the right people know you will be there
• During the show: strengthening your messaging, media engagement and social content to maximise visibility and impact
• After the show: following up effectively and professionally to convert conversations into real business opportunities

The session will also explore how to make the most of your time on the show floor, from gathering competitor insights to building valuable, long-term connections.

Throughout the session, Mandy will share practical examples and actionable ideas you can implement immediately, whether you are exhibiting independently, as part of a national pavilion, or alongside a trade delegation.

This session is for you if:

• You are planning to exhibit at a UK or international trade show and want a clear, realistic promotional strategy
• You have exhibited before and want to strengthen your communications approach to improve results
• You want to understand how PR and media relations can extend the reach and impact of your trade show activity
• You work in sales or marketing and want to use PR and communications more effectively to support business development at events

Please note: this session focuses on PR, marketing strategy and communications around trade shows. It does not cover stand design or exhibition logistics.

About Mandy Queen:
Mandy Queen is an international PR and communications consultant based in the UK. With over 25 years' experience, she has led in-house and agency communications for more than 40 trade shows, conferences and exhibitions across Asia and the Middle East, working with organisers including Informa Markets, Messe Frankfurt, Comexposium, Global Sources (China Sourcing Fairs) and Economist Events. She has also supported clients exhibiting in Asia and North America.

She helps businesses enter new markets by building credibility and connecting with buyers and media worldwide, offering tailored solutions that drive international growth. Mandy is a long-standing member of the Chartered Institute of Public Relations, an international mentor with Dundee and Angus Chamber of Commerce, and a consultant with Business Gateway.